An Ignoble Experiment: Twitterverse responds to empathetic HBO Max apology

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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June 22, 2021

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The Big Story

3 ways marketers can engage social users

Facebook's Nicola Mendelsohn offers three actionable insights for marketers -- engage with social users while they're in discovery mode, give creators more control and use augmented reality to connect digital and in-person worlds. "We're seeing so many different examples now of how brands and campaigns are really empowering people to capture, tell and spread stories in a way that's personal to them and in a way that builds a really personal relationship with a brand," Mendelsohn says.

Full Story: The Drum (free registration) (6/22)

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Connecting & Collaborating

Survey shows QR codes on the rise

(Pixabay)

A recent The Drum/YouGov survey revealed that 45% of US consumers have used a marketing or advertising-related QR code, 75% plan to use the media more often and 59% believe it will become a permanent part of their future phone use. "In a world where 'touchless' became a mandate to protect consumer health, the value proposition of the QR code finally became clear to the world at large," said YouGov's sector head of media, Tamara Alesi.

Full Story: The Drum (free registration) (6/21)

Upscale e-tailers tap into livestream shopping trend

Upscale fashion and beauty e-tailers are seeing the benefits of livestream shopping services through their own sites, social platforms like Instagram or tools such as Verishop's app, which recently added livestream shopping. R+Co president Dan Langer favors livestream shopping to enhance product discoverability, while Tiare Rose founder Kim Castellano noted, "Video is everything now, and being live is just a part of life."

Full Story: Glossy (tiered subscription model) (6/21)

Advertising diversity is "an economic necessity"

(Pixabay)

The advertising industry must diversify its workforce because it's not only the right thing to do, it's vital to meet the needs of a changing America, writes Ron Owens, co-founder and principal of LMO Advertising. "I am now totally convinced that in this new America, with its ever-changing demographics and consumer buying habits/tastes, that diversity, which began as a moral imperative, has become a reality and an economic necessity," Owens writes.

Full Story: SmartBrief/Marketing (6/21)

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Marketer Moments

Lola MullenLowe urges American men to "Get Axeinated"

(Axe/YouTube)

Lola MullenLowe created a "Get Axeinated" campaign for Axe that features a 30-second spot showing a woman at a press conference explaining to US citizens that getting vaccinated "is hot right now" and is even hotter when combined with the brand's deodorant to make guys "Axeinated." The spot, running across social and digital, directs viewers to a site where they can get hold of Axeination Kits and an Axeination Certificate, and the brand also is hosting an "Axeination Station" in Atlanta.

Full Story: Marketing Dive (6/21), Adweek (6/21)

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Sponsored content from Twitter

How to reach people ready for big life moments

Conversations about preserving finances spiked last year. In 2021, people on Twitter are talking about how they're going to spend their money on new cars, homes, babies, and more. Find out why now is the time for brands to connect with people making major purchase decisions.

Why marketers are extending their TV strategies

As video viewing habits evolve, marketers must adapt to reach their audience. People are spending more time on social media while they watch TV, and want an experience that's complementary to what they're watching on the big screen. Learn how to drive a deeper connection and extend your brand's reach with Twitter Amplify.

Platform News

Instagram tests fans-only content

App researcher Alessandro Paluzzi recently spotted an Instagram test for "fan club" Stories, which appears to enable users to post exclusive content that's viewable for fan club members or an approved group. Paluzzi also unearthed tests that facilitate the sale of digital assets.

Full Story: Social Media Today (6/21)

Facebook's audio rooms go live for select US users

(Facebook)

Facebook is letting select US residents use its Live Audio Rooms, a feature that echoes Twitter, Clubhouse and Discord options, to host events for as many as 50 speakers. Users can purchase stars to earn "front row seats" that hosts will recognize, and livestreamers will get a portion of the proceeds.

Full Story: Variety (6/21), Reuters (6/21), Adweek (6/21)

TikTok enables Jumps links for enhanced experiences
The Verge (6/21)

Resolution Games rethinks Facebook VR ad tests
TechCrunch (tiered subscription model) (6/21)

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Social Shareable

Twitterverse responds to empathetic HBO Max apology

After an "Integration Test Email #1" was mistakenly sent to HBO Max subscribers, the company has tweeted a self-aware and compassionate apology. The tweet has attracted more than 159,000 likes and over 22,000 shares, while more than 6,000 users have responded, many with their own tales of mistakes at work.

Full Story: Mashable (6/18)

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